Unofficial Partner Podcast UP466 Who's watching women's sport? New Sky Sports data challenges the industry's story on where the opportunity lies
Mar 25, 2025
Jo Osborne, Head of Women's Sport at Sky Sports, and Claire Kelly, Managing Director of Gemba Europe and Middle East, share groundbreaking insights on who’s really watching women's sports. They discuss new research revealing surprising demographic overlaps and the need for inclusive marketing strategies. The conversation also tackles how to engage diverse audiences, enhance brand loyalty, and adapt to evolving viewership trends. With a focus on gender equality and the unique dynamics of women's sports, it's a must-listen for anyone in the sports industry.
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Data-Driven Decisions
- Data-driven decision-making is crucial for the growth of women's sports.
- Sky Sports uses data and insights to inform decisions regarding content delivery, audience reach, and channel strategies.
Silent Majority
- The core audience for women's sports broadcasts are existing sports fans, passionate about both men's and women's versions.
- This "silent majority" challenges the narrative of a distinctly new, emerging audience for women's sports.
Build for Both
- Build women's sports for a broad audience, including core sports fans, to maximize commercial potential.
- Avoid polarizing messaging that focuses solely on women and girls or excludes traditional fans.